Strategic Barriers Hindering the Effectiveness of Digital Marketing in Promoting Meetings, Incentives, Conferences and Exhibitions (MICE) Tourism in Zanzibar

Author

Maulid Kh. Foum

Abstract

 The study focused on assessing strategic barriers influencing digital marketing effectiveness and evaluating the contribution of digital marketing to MICE tourism promotion. A quantitative research approach was adopted, using questionnaires administered to tourism stakeholders involved in MICE tourism activities in Zanzibar. Data were analyzed using descriptive statistics, including frequencies, standard deviation and mean scores. These barriers included the lack of clear digital marketing strategies, poor implementation of online marketing initiatives, limited strategic planning, inadequate use of market research and data analysis, and weak collaboration among tourism stakeholders. The findings indicate that these challenges can limit the ability of tourism stakeholders to effectively use digital platforms to reach target markets and promote Zanzibar as a MICE destination. The study concludes that enhancing digital marketing effectiveness requires strengthening digital infrastructure, developing clear marketing strategies, improving organizational capacity, promoting stakeholder collaboration and investing in digital skills. Addressing these barriers will enable Zanzibar to maximize the benefits of digital marketing and improve its competitiveness as a MICE tourism destination.

Keywords

Digital Marketing, MICE Tourism, Strategic Barriers, Zanzibar

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